| 来源类型 | Discussion paper |
| 规范类型 | 论文 |
| 来源ID | DP16949 |
| DP16949 Pricing and Product Positioning with Relative Consumer Preferences | |
| Roman Inderst; Obradovits Martin | |
| 发表日期 | 2022-01-22 |
| 出版年 | 2022 |
| 语种 | 英语 |
| 摘要 | Especially in markets with frequent price promotions, where consumers constantly have to form preferences over changing offers, product choice may depend on a relative assessment of prices and qualities. We show how such “relative thinking” profoundly influences firms’ pricing and product-positioning strategies, compared to a benchmark with standard preferences. When competition is sufficiently intense, firms want to differentiate in the quality space, and they may find it advantageous to occupy the lower end of the quality spectrum. Such a strategy pays off particularly for firms with a small base of loyal customers, which then compete more aggressively for shoppers. |
| 主题 | Industrial Organization |
| 关键词 | Relative thinking Product positioning Vertical differentiation Promotions Sales Price competition |
| URL | https://cepr.org/publications/dp16949 |
| 来源智库 | Centre for Economic Policy Research (United Kingdom) |
| 资源类型 | 智库出版物 |
| 条目标识符 | http://119.78.100.153/handle/2XGU8XDN/545888 |
| 推荐引用方式 GB/T 7714 | Roman Inderst,Obradovits Martin. DP16949 Pricing and Product Positioning with Relative Consumer Preferences. 2022. |
| 条目包含的文件 | 条目无相关文件。 | |||||
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